Articles - Page 3

What I Mean to Say: A Practitioner Perspective on AI, Semantics, and Content Evolution

msalvatierra

<hr /> Every conversation I'm having right now with vendors, agencies, and enterprises is squarely focused on agentic AI. Without question, it represents a game-changing initiative for organizations as they look to transform their operations – and prepare for the promise of the agent-to-agent ecosystem.While I've been steadily tracking the evolution of digital experience platforms and their customer data layers, I've also been paying close attention to the pure-play CDPs and data platforms, each of which is leveraging its composable position and innovating in unique ways. As the data warehouse takes on an even more strategic role in the AI landscape, we're seeing more transformation – and faster. That's certainly been the case with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/hightouch">Hightouch</a>, a composable CDP and AI decisioning platform that's keenly focused on activating data warehouses to power personalized marketing. They've been aggressively solving some of the key operational challenges within the data channel, adding <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-adds-new-ai-powered-adaptive-identity-resolution-to-its-cdp">AI-Powered Adaptive Identity Resolution</a> to its CDP, and even <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-partners-with-narrative-io-to-power-multi-vendor-identity-resolution-and-activation">partnering with Narrative I/O and Snowflake</a> to provide multi-vendor identity resolution and activation.Hightouch is definitely blazing its own trail, ignited by an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/u-cant-touch-this-cdp-hightouch-nails-80m-series-c-to-power-its-ai-decisioning">$80 million Series C</a> that closed earlier this year. While AI decisioning continues to be a key emphasis (and a category we're following with several other vendors), the company is driving its position as a data and AI agent platform for marketers. With agentic AI exploding at the seams – and the potential for extending agents beyond vendor ecosystems – it's clear that Hightouch is making a strong play as it telegraphs its differentiated value in this area. Now, it's adding the right talent to lead the charge by bringing an AI heavy hitter to its ranks. Announced today, <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/akilesh-bapu-24b333258/">Akilesh Bapu,</a> co-founder and former CEO of <a target="_blank" rel="noopener noreferrer" href="https://www.deepscribe.ai/">DeepScribe</a>, has joined Hightouch as Head of AI Product Development. Bapu will lead the company’s AI product strategy, focusing on the development of autonomous, context-aware marketing agents that leverage Hightouch’s Composable CDP foundation.<h3 id="adding-an-ai-luminary-to-the-team">Adding an AI luminary to the team</h3>AI talent acquisition is fast becoming a key strategy for organizations, with leading tech brands like Meta and OpenAI <a target="_blank" rel="noopener noreferrer" href="https://www.cnbc.com/2025/09/06/ai-talent-war-tech-giants-pay-talent-millions-of-dollars.html">spending hundreds of millions</a> on human capital to drive their strategies. Successful experience and demonstrable outcomes are key fixtures on the resumes of many candidates entering these roles, which makes the playing field much tighter – and incredibly competitive. Bapu is a rare gem in the AI talent pool. His technology credentials certainly put him at the top of the ladder, but they're bolstered by his proven business acumen. During his tenure at DeepScribe, he helped pioneer a medical AI solution that provides ambient clinical documentation by listening to patient-provider conversations in real time. Based on the input, DeepScribe automatically generates accurate medical notes that integrate into electronic health records, helping doctors save time and focus more on patient care.It's clear that governance, compliance, and trust were key considerations for Bapu and his team at DeepScribe. The sensitivity to a highly regulated intersection of AI and healthcare data has equipped him with the added muscle for managing risk relative to data privacy. No small task.As CEO, he also successfully built DeepScribe's growth strategy, leading multiple funding rounds and scaling the business through partnerships with major health systems. His work has established him as one of the foremost executives in applied AI, and he sees ample opportunity for leveraging his experience with Hightouch.A graduate of the esteemed UC Berkeley College of Engineering, Bapu was previously an NLP research scientist at <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/company/19024048/">Berkeley Artificial Intelligence Research</a>, where he focused on deep learning. He even has some Apple DNA in his work history. He is also a <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forbes.com%2Fprofile%2Fdeepscribe%2F&amp;esheet=54331279&amp;newsitemid=20251001835418&amp;lan=en-US&amp;anchor=Forbes+30+under+30+honoree&amp;index=1&amp;md5=a5a00a53af80fed5a4be049367454795">Forbes 30 under 30 honoree</a>. <h3 id="powering-context-aware-marketing-agents">Powering context-aware marketing agents</h3>As we know in the CMS category, context is now driving the AI horizon. The same is true for CDP, where marketing presents a uniquely powerful domain for agentic AI. This is due to its closed-loop posture, which supports workflows that are fully autonomous and continuously optimized against enterprise data. Context-aware marketing agents are intelligent systems. They use AI to collect and interpret real-time data about a customer's behaviors, or "context," to deliver highly personalized and relevant marketing actions. Unlike traditional chatbots that use predefined scripts, these agents can adapt their behavior by remembering past interactions, analyzing user intent, and integrating data from various sources. CDPs (at least the best ones) are designed with scale as a cornerstone. With integrations across leading data platforms – including <a target="_blank" rel="noopener noreferrer" href="https://www.snowflake.com/en/">Snowflake</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/databricks">Databricks</a>, and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/google-cloud-platform">Google</a> – Hightouch is positioned to bring its enterprise-grade context to agentic reasoning, and do it at incredible scale. This could provide significant value to brands that are banking on agentic strategies to help drive the future of their personalized marketing by leveraging unfettered access to data. “As foundation models rapidly commoditize, the real breakthroughs will emerge at the application layer,” said Bapu. “Hightouch’s combination of deep enterprise data access and agentic reasoning creates the conditions for AI marketing agents that not only assist, but truly operate autonomously to drive measurable outcomes.”<h3 id="why-it-matters">Why it matters</h3>Hightouch is already setting a high bar in the pure-play CDP category. They are reimaging their place in the space with a compelling vision for AI and how agents can be harnessed across the data landscape. As a composable solution, Hightouch is uniquely positioned with the modularity and flexibility to accelerate innovation as enterprises push into new areas with agentic AI. Now, with a proven talent like Bapu shaping its AI product strategy, the company has assembled a dynamic foundation to challenge the market with its differentiated value.Context-aware marketing agents represent an evolutionary step in AI-powered agentic capabilities. They're a big part of this story, providing a continuous cycle of perceiving, analyzing, and acting that can elevate hyper-personalized marketing strategies in compelling ways. With the increased efficiency and scale, brands can harness these agents to make smarter, faster decisions while tapping autonomous workflows that are continuously optimized against enterprise data. By investing in a visionary roadmap for their applications, Hightouch can pull further ahead – and lay the framework for future capabilities. Hightouch is also being steered by a young, brilliant, and fiery leadership team that's focused on disruption. Bapu is cut from the same cloth, and the combined resources could deliver a powerhouse braintrust for new ideas that are accelerated by an AI-centric posture. And bringing in a talent at Bapu's level is sending a strong signal to the market about their overall confidence.“Akilesh’s track record of building transformative AI products and his conviction around the future of agentic workflows make him an extraordinary addition to the team,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tejasmanohar/">Tejas Manohar,</a> co-founder and CEO of Hightouch. “Together, we’re building the most advanced AI marketing agents in the industry.”Data is at the center of everything. To compete, modern brands need this kind of forward-thinking technology in their composable stacks to power what's next in the agentic race – and Hightouch just leveled up. While the roadmap has arguably been amplified with Bapu's addition, you should still focus your evaluation on core capabilities relative to your goals and consider the pricing model based on your anticipated scale. But Hightouch should be on your short list.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-hightouch?-talk-to-an-expert.">Looking for guidance on Hightouch? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Hightouch Taps AI Luminary Akilesh Bapu to Accelerate Push into Context-Aware Marketing Agents

matt-garrepy

The Next Great DXP Will Sell Transformation, Not Software

andycohen

<hr /> AI is forcing everything to move at MACH speed. That includes the evolution of the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/agency-powered-ai-wpp-and-mach-alliance-partner-to-help-brands-win-in-the-age-of-ai">MACH Alliance’s</a> political fabric. In early August, we <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-aims-to-evolve-enterprise-ai-architecture-with-new-end-user-leadership-model">published a story</a> about the not-for-profit industry group’s efforts to shape the future of enterprise AI architecture by adopting an end-user leadership model – putting more practitioners in the driver’s seat.  I reflected on how the pressure of agentic AI was exerting market demand for guidance, and how this was abundantly clear in the noise level surrounding MCP (and more) at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-deep-dish-on-composable-6-tasty-takeaways-from-the-mach-alliances-2025-conference">“The Composable Conference”</a> earlier this year.With this strategic shift in leadership, the organization is hoping to accelerate AI-powered transformation across commerce enterprises by fostering a more collaborative environment – bolstered by leaders with experience and proven success from across the broader enterprise ecosystem.  At the same time, the Alliance’s president, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen">Casper Rasmussen,</a> had just announced his impending departure in September. The heat was on to find his successor, but that decision would be guided by this new end-user leadership mandate. This week, the MACH Alliance published the election results of its 2025 Executive Board, which has expanded to include additional end-user ambassadors, providing even more knowledge and guidance as AI reshapes global businesses.<a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jasoncottrell/">Jason Cottrell,</a> founder and CEO of <a target="_blank" rel="noopener noreferrer" href="https://orium.com/">Orium</a>, has taken the reins as MACH Alliance president, effective September 30, 2025. Appointed by the MACH Alliance Executive Board, Cottrell will help ensure critical continuity as the Alliance undertakes an ambitious transformation from composable commerce stewardship to agentic ecosystem orchestration. <figure class="image image-style-align-center image_resized" style="width:23.62%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image-1759347681727.png" /></figure>Jason Cottrell “I am honored to step into this role at such a pivotal moment for the MACH Alliance,” Cottrell said. “This election underscores our strength as a global community of innovators and brand leaders, co-creating the next horizon of composability. In the weeks ahead, we will share bold announcements that reinforce our MACH foundations while charting an ambitious next phase for the Alliance.”Cottrell will serve as president for a two-year term, joined by an appointed end-user co-president in September 2026. <h3 id="leading-with-end-user-experience">Leading with End-User Experience</h3>Cottrell’s proven experience in creating market-leading solutions – and his deep understanding of both the technical foundations of MACH and the emerging agentic landscape – make him uniquely qualified to lead the Alliance through this period of transformation. Cottrell’s track record at Orium speaks for itself. A pioneering founder and driven visionary, he has been at the forefront of building composable, interoperable commerce solutions that help enterprise brands move faster, respond quickly, and stay ahead of market competition.Orium claims to have launched more composable solutions than any digital firm in North America, leaning on its cumulative expertise in commerce architecture. The agency has worked closely with leading technology providers to deliver scalable solutions that accelerate time to value. This includes the application of AI-powered and agentic technologies. “The next wave of digital experiences won’t just serve users, they’ll work alongside them,” he said. “We’re building systems that enable our clients to lead that shift toward more intelligent, collaborative interactions.”<h3 id="a-new-board-for-a-new-era">A New Board for a New Era</h3>While Cottrell is uniquely positioned to guide the Alliance through its transformation, he won’t be doing it alone. The MACH Alliance Executive Board now includes two new end-user ambassadors who are focused on strengthening the organization’s commitment to practitioner-led guidance and real-world deployment insights. The new appointments include:<ul><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/paulcurtis/">Paul Curtis</a> – CTO and e-commerce director, <a target="_blank" rel="noopener noreferrer" href="https://www.easyjet.com/en/">easyJet</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/danielle-diliberti-73801140/">Danielle Diliberti</a> – CEO and co-founder, <a target="_blank" rel="noopener noreferrer" href="https://www.sommsation.com/">Sommsation</a></li></ul> <figure class="image image-style-align-center image_resized" style="width:50.27%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image-1759346538576.png" /></figure>Left to right: Paul Curtis and Danielle Diliberti I had the chance to <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-sommelier-of-machtails-sommsations-danielle-diliberti-uncorks-composability">interview Diliberti</a> last year, and we spoke at length about her composable journey from CTO to digital wine retailer. She has been a fixture in the MACH community for years and an outspoken champion for the composable movement. I also spoke with Curtis at “The Composable Conference” back in April, where the intensity around agentic AI was undeniable. While many of the organizations at the event were in attendance to support their own composable transformation, it was clear that agentic AI – and more specifically, agentic commerce – was taking up all the air in the room. As the driver behind easyJet’s e-commerce machine, Curtis is working at the edge in a highly competitive digital market, one where speed, flexibility, and multi-channel capabilities are key to success. From an end-user practitioner’s perspective, his voice and experience will be instrumental in shaping the future of the Alliance’s AI roadmap.“Agentic AI is rewriting the rules of enterprise technology,” he said. “The MACH Alliance has a pivotal role in making it relevant and bringing it to life – something I’m very excited to be a part of.”Finally, six seats from the organization’s membership were elected or reelected to the Executive Board. These appointments include:<ul><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/amandajoycole/">Amanda Cole</a> – CMO, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/bloomreach">Bloomreach</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/karlrh/">Karl Hampson</a> – CTO, data and AI, <a target="_blank" rel="noopener noreferrer" href="https://www.valtech.com/en-us/">Valtech</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/travishess/">Travis Hess</a> – CEO, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/bigcommerce">Commerce</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jenerale/">Jen Jones</a> – CMO, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/commercetools">commercetools</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/dglawson/">Dana Lawson</a> – CTO, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/netlify">Netlify</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/marco-kormann-rodrigues/">Marco Kormann Rodrigues</a> – EMEA partner leader, retail and consumer goods, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/aws">Amazon Web Services (AWS)</a></li></ul> <figure class="image image-style-align-center image_resized" style="width:76.76%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image-1759346618696.png" /></figure>From top left, clockwise: Amanda Cole, Karl Hampson, Travis Hess, Marco Kormann Rodrigues, Dana Lawson, Jen Jones The remaining board members include:<ul><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/bobhowland/">Bob Howland</a> – Chairperson, Former CDO, <a target="_blank" rel="noopener noreferrer" href="https://www.dawnfoods.com/">Dawn Foods Global</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/kimberlymatenchuk/">Kimberly Matenchuk</a> – Managing Director, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/cloudinary">Cloudinary</a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/malteubl/">Malte Ubl</a> – Chief Technology Officer, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/vercel">Vercel</a></li></ul> <figure class="image image-style-align-center image_resized" style="width:78.22%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image-1759347895222.png" /></figure>Left to right: Bob Howland, Malte Ubl, Kimberly Matenchuk <h3 id="why-it-matters">Why it matters</h3>Like the rest of the business world, the MACH Alliance is at the precipice of significant change in the AI era – and is aiming to lead that change in a meaningful way. It’s already taking proactive steps by investing in programs like the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-launches-new-mach-ai-exchange-to-help-enterprises-streamline-ai-adoption">MACH AI Exchange.</a> But supporting the frontier of the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/an-alliance-for-ai-to-unlock-trusted-agent-to-agent-ecosystems-the-mach-alliance-is-evolving">agent-to-agent ecosystem</a> requires an even stronger path forward.While the organization is repositioning its focus on agentic ecosystem orchestration, it continues to be steadfast in its architectural foundation around composability. This is critical, as enterprises that have embraced MACH are accelerating their AI transformation in profound ways. This further underscores the value and impact of the Alliance’s work, and we can expect more messaging that supports these fundamentals. With deep expertise in composable architecture, AI transformation, and enterprise modernization, the Alliance’s new Executive Board is bringing the right mix of technical leadership and innovative thinking to advance the MACH Alliance’s vision. There's still a strong contingent of composable vendors represented, but the rebalancing with seasoned end-user practitioners should bring fresh perspectives to the roadmap.Under Cottrell’s leadership, the new board has a unique opportunity to leverage the Alliance’s industry clout and recognition to shine a light on the challenges ahead, as well as the architectural principles and philosophical thinking required to navigate the ever-changing landscape of agentic AI. As with MACH, unlocking the full benefits of the agent-to-agent ecosystem will require more than technology – it will necessitate the right mindset.It's worth noting that I recently spoke to Casper Rasmussen about his departure as president, and we discussed some of his big takeaways from his MACH leadership experience. From the beginning, he's had a significant impact on the organization’s trajectory and growth – becoming an undeniable force in the modern composable ethos. Stay tuned for that interview in the coming weeks. From a timing perspective, the MACH Alliance’s inaugural MACH X event is taking place in London later this month. A smaller version of “The Composable Conference” format, the two-day event is designed to bring digital leaders together to move beyond AI hype. The format will include candid discussions, use cases, and expert perspectives to help attendees define practical next steps. This might be the perfect backdrop for connecting and unpacking the changes that have already happened – and what’s ahead. For more details on the event, check out the <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/events/mach-x-2025-london">MACH X website. </a> <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

MACH Alliance Announces 2025 Executive Board Elections, Reflecting New Leadership for the AI Era

<hr /> <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/wagtail">Wagtail</a> is literally for the birds. Because everything about it is fly.If you haven’t tried it, you’re in for a treat. First, it’s <a target="_blank" rel="noopener noreferrer" href="https://www.python.org/">Python-based,</a> which is universally popular and offers a fun framework for creative play. In minutes, you can use their starter kit to spin up a virtual environment, isolate your dependencies, and install the <a target="_blank" rel="noopener noreferrer" href="https://github.com/wagtail">CMS package from GitHub.</a> <a target="_blank" rel="noopener noreferrer" href="https://docs.wagtail.org/en/stable/index.html">The docs</a> are clean and easy to follow, and there are simple templates for kicking things off. Oh, and there’s a great community backing things up via <a target="_blank" rel="noopener noreferrer" href="https://wagtailcms.slack.com/join/shared_invite/zt-32p71hq4n-FC9dYEwKlKdEdgDX5u~tjA#/shared-invite/email">Slack</a> (and more). Like it said, it’s fly.As a former builder who sometimes pines for Dreamweaver and still gets giddy at the sight of code, Wagtail is a great open source tool for managing content at enterprise scale. It’s trusted by tens of thousands of organizations worldwide, including visible brands like NASA, Google, and MIT. It’s also earned nearly 20,000 stars on GitHub. So it’s fun – but it’s also fully equipped to power some serious sites. From a usability perspective, Wagtail brings a clean, intuitive, and inviting UX to the table, offering some nice bells and whistles to make the editing experience a breeze. Everything is within arm's reach, so you can really stretch your wings when managing pages, editing blogs, and more.  <figure class="image image-style-align-center image_resized" style="width:86.81%"><img src="https://cmscritic.com/ms-content/uploads/2025/10/image.png" /></figure>Creating and editing a blog in Wagtail CMS. Source: Wagtail YouTube channel. Wagtail appeals to a diverse range of organizations, from governments to businesses to cultural organizations. As an open source project, it has carved a unique niche in the landscape, often as an alternative to more established staples like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/wordpress">WordPress</a> or <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/drupal">Drupal</a>. It also focuses keenly on accessibility as a foundational tenet.  What’s in a name? The word is the bird. The brainchild of UK-based <a target="_blank" rel="noopener noreferrer" href="https://torchbox.com/">Torchbox</a> – a global agency that offers digital marketing solutions for charities and public sector organizations – the identity was fashioned after the charming <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/Wagtail">Wagtail bird.</a> These avians were fixtures on the lawn outside the company’s offices, and reflected the light, easy, and delightful sensibilities of the software.Torchbox is part of that rare breed of mission-focused businesses. It’s employee-owned, <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/B_Corporation_(certification)">B Corp Certified,</a> and has cultivated a culture that’s dedicated to making a difference in the world. They have an inspiring story, and Wagtail is just one chapter of it. Wagtail has flown into our <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/cms-critic-awards">CMS Critic Awards</a> over the last few years, rallying its global community to participate. It’s clear that the platform has amassed a loyal “flock” of users, and that’s a tribute to its flexibility and ease of use. Along with its Django-style models for customizing data structures and functions, Wagtail’s CMS has some great features in its 7.0 release. I spoke to <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/meagenvoss/">Meagen Voss,</a> a member of the Wagtail Core Team and the Partnership and Community manager at Torchbox, and she shared some of the latest “chirps” from the platform. From workflow enhancements to its <a target="_blank" rel="noopener noreferrer" href="https://docs.wagtail.org/en/stable/topics/streamfield.html">Streamfield</a> updates that power improved previews, you can get a tight overview of what’s taking flight in this latest version: <figure class="media"><div data-oembed-url="https://youtu.be/r5RbV7TveFU"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/r5RbV7TveFU" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure><h3 id="learn-more-at-wagtail-space-2025">Learn more at Wagtail Space 2025</h3>Whether you’re a veteran user or new to Wagtail, you can get the lowdown on current innovation and what’s ahead at <a target="_blank" rel="noopener noreferrer" href="https://wagtail.org/wagtail-space-2025/">Wagtail Space 2025</a> – the organization’s annual shindig. It’s a free virtual event designed for creators aiming to learn more about the platform or level up their Wagtail skills. The event is happening next week from October 8 – 10, and is drawing a collective of educators, publishing professionals, developers, open source evangelists, and digital leaders from across the globe. The format offers an array of talks from community members, some dynamite use cases, and networking with fellow Wagtailians. Highlights include sessions like The State of Wagtail with <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/thibaudcolas/">Thibaud Colas</a> of the Wagtail Core Team, Matt Westcott on Where Next for Wagtail Search?, and Juan Aguayo sharing the Bogotá Digital Library’s Wagtail success story. With AI being a central focus across the CMS industry (and everywhere else), Wagtail Space is weaving it into the conversation. Sage Abdullah and Tom Usher will lead a session called Wagtail: Responsible Innovation for Content Editors, while Trish Thomas will share strategies for creating connections between stories and objects using AI.Other talks dive into AI-driven content editing, government design systems, and innovative approaches to publishing. You can check out the <a target="_blank" rel="noopener noreferrer" href="https://wagtail.org/wagtail-space-2025/schedule/">full schedule here.</a>If you’ve been curious about Wagtail, this might be a good “first flight” in a friendly formation. The community is fun and welcoming, which is one of the great benefits of open source projects like this. It’s also a breeze to get started, so I encourage checking it out. Interested in joining the flock? Learn more and register <a target="_blank" rel="noopener noreferrer" href="https://wagtail.org/wagtail-space-2025/">on the event website.</a> <hr /><h4 style="text-align:center" id="looking-for-guidance-on-wagtail?-talk-to-an-expert.">Looking for guidance on Wagtail? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Birds of a Feather: Wagtail Space 2025 Offers 3 Days of Open Source Exploration

Optimizely’s New Agent Orchestration Gives Marketers a ‘Magic Wand’ for Building Custom Workflows

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/nishant-patel">Nishant Patel</a><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/amit-aggarwal"> </a>is the co-founder and CTO at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentstack">Contentstack</a> and a CMS Critic contributor. <hr /> When the internet first went mainstream, it was innovative just to have a website. Later, it was a blog. Then a mobile version. Each step felt like a leap forward in how brands showed up online.But we’ve entered a different era. With the rise of AI, simply “having a presence” doesn’t stand out to customers anymore. What does stand out is how adaptive that presence can be.By emphasizing personalization, <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/resources/case-study/land-olakes-boosts-conversion-rate-by-38-with-lytics-cdp-personalization?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">Land O’Lakes</a>’ animal nutrition brand Purina increased conversions to an average of 30% and improved its ability to keep visitors on the website for longer. That’s the power of experiences designed for individuals, not audiences.So what does the future look like? Two words: context management.<h3 id="content-vs.-context-management">Content vs. Context Management</h3>For years, brands doubled down on producing and managing content. But with the technology available and the siloed way data was collected, they were mostly guessing what a segment of people wanted. A brand can crank out endless content, but if that content isn’t in response to an individual’s real-time signals, what good will it do?Content management won’t cut it today. Context management is the only strategy that will reach and move audiences to action. (This, coming from someone who created the first <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/resources/report/complete-headless-cms-guide?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">headless CMS</a>.)Unlike content management, context management seeks to piece together the full story of the problem or desire that the customer wants to solve, based on signals they send. For example, a Gen Z customer might see a product they like on social media. From there, they might quickly search that product—via a search engine or LLM—and land on your website. Imagine they click “shop” and see the exact product they’ve been searching for in front of them, without any deep dives. That’s a brand experience just for that individual, adapted instantly after a quick scan of their browser history. In the <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/blog/announcements/welcome-to-the-context-economy?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">Context Economy</a>, the value of a brand no longer comes from the volume of content published, but from how intelligently a brand’s experience adapts to the customer’s signals. Is your digital experience technology equipped to handle it?<h3 id="where-context-meets-agentic-ai">Where Context Meets Agentic AI</h3>Brands have been moving towards context management for a long time. According to the <a target="_blank" rel="noopener noreferrer" href="https://content.martechday.com/state-of-martech-2025.pdf">2025 State of Martech report</a>, the center of the Martech stack has shifted over the last two years to data warehouses and customer data platforms. I like that because you can’t be smart without data. But I also think it's a curious choice, because data can never act alone. Brands need to pair data systems with a CMS to turn data into insights, activate those insights, and connect with customers. What happens if you supercharge that with automation and agentic AI? Here’s what a true <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/blog/ai/agentic-ai-101-whats-an-ai-agent-and-when-should-they-be-used?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmswire&amp;utm_content=nishant-contentcon?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">agentic AI</a> ecosystem might function like:A flash sale is about to go live. Instead of scrambling across teams—marketing, legal, supply chain, development, brand—AI agents handle the campaigns.One agent writes the copy. Another ensures it’s on-brand. An anti-hoax agent flags suspicious assets, while a supply chain agent checks inventory. Once the plan is greenlit by humans, a promotion agent takes over to launch the campaign, update the homepage, and email the right audience. As performance data rolls in, yet another agent optimizes the campaign in real time, ensuring it reaches the right people in the right moments.Again, keep in mind this shouldn’t be a one-size-fits-all experience. Individual A receives one version, while Individual B receives a completely different version, based on the context they provide. Both move the customer to form a deeper connection with the brand in different ways.This is not a distant future. Contentstack enables that reality today.<h3 id="embrace-agentic-with-contentstack’s-agent-os">Embrace Agentic with Contentstack’s Agent OS</h3><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/academy/content/adaptive-personalization-with-agent-os">Contentstack’s Agent OS</a> is a breakthrough in agentic AI that allows AI and automation to operate with full brand and customer context to drive one-to-one interactions. Agents tap into a brand’s content, voice, audience insights, and existing Contentstack tools to handle predictable tasks and enforce on-brand outputs where it matters. Automations remove the need to switch between tools, set up manual workflows, and configure repetitive, low-value AI prompts.This is context management: combining data, content, and brand intelligence in real time to enable customer-driven experiences at scale.<h3 id="how-to-get-your-context-in-order">How to Get Your Context in Order</h3>So how do you prepare for an agentic future, today? <ol><li>Know your customer. Make sure customer data is being captured with the right systems, and that you’re pulling in real-time signals you can actually act on. That might require getting marketing and IT together in one room until that’s figured out. Even better, use data systems already <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/platforms/real-time-cdp?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">embedded in your CMS</a>, so you don’t have to configure complicated integrations and fixes to connect data and content.  </li><li>Know your brand. This isn't just about logos and tone and voice. Understand how your brand is most relevant to your customer and adds value to their life. Do they want to be educated? Entertained? Make sure you’re fulfilling that need.  </li><li>Commit to the moment. Once you understand the intersection between customer and brand, use AI and LLMs to <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/blog/tech-talk/how-ai-powered-personalization-enhances-customer-experience?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">personalize content</a> for customers in the right channel, at the right time.</li></ol>The “one-size-fits-all” web has been dying for a long time. Now, with modern digital experience platforms like <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/platform?utm_campaign=fy26_glb_os_thought-leadership&amp;utm_medium=press-link&amp;utm_source=cmscritic&amp;utm_content=nishant-cmscritic-october">Contentstack Edge</a> that combine content, data, and agentic AI in real-time, there’s a better customer experience waiting. We can finally move on to the era of context management.

The Death of the One-Size-Fits-All Web

nishant-patel

<hr /> Today’s marketers and brands need unfettered control over their data. They want to own and access it quickly and securely. To power that thirst for agency and extensibility, they need more consented ID backing them up. But getting there requires a cost-conscious solution that utilizes the most trusted connections across multiple providers – without the friction of any duplication.Now, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-adds-new-ai-powered-adaptive-identity-resolution-to-its-cdp">Hightouch</a>, a composable CDP and AI Decisioning platform, has launched a new composable identity partnership with <a target="_blank" rel="noopener noreferrer" href="https://www.narrative.io/">Narrative I/O</a> that shows real potential for combining the best in data, technology, and governance.Hightouch continues to push the innovation boundaries with its customer data solutions. The company has been deploying new features regularly, including <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-adds-new-ai-powered-adaptive-identity-resolution-to-its-cdp">AI-powered adaptive identity resolution</a> capabilities. By leveraging Narrative I/O’s data collaboration features, they’re now enabling marketers and media networks to assemble <a target="_blank" rel="noopener noreferrer" href="https://aws.amazon.com/neptune/identity-graphs-on-aws/">identity graphs</a> by combining first-party data with over 30 third-party identity providers – directly and seamlessly in <a target="_blank" rel="noopener noreferrer" href="https://www.snowflake.com/en/">Snowflake's</a> AI-powered Data Cloud.With this connection, brands and teams can activate audiences at scale across a massive cache of over 250 marketing channels, all while maintaining strict data governance controls.“Our customers consistently asked for more control over their identity data and activation strategies,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/guptakashish/">Kashish Gupta,</a> Co-Founder and Co-CEO at Hightouch. “Our Composable Identity partnership with Narrative and Snowflake answers that call – enterprises own their data, control their identity graph, and can activate audiences how they choose while maintaining strong governance over data use. It's about giving power back to the customer.”Composable strategies are still raging, particularly in the age of agentic AI. This is reflected in the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/an-alliance-for-ai-to-unlock-trusted-agent-to-agent-ecosystems-the-mach-alliance-is-evolving">MACH Alliance’s positioning</a>, crystallizing how organizations are relying on composable, cloud-native solutions to drive AI transformation and enable greater control over data and activation. The Narrative I/O partnership also reinforces what Hightouch sees as a shift in adtech and martech away from single-vendor lock-in and dependency.There’s an important distinction with the Hightouch/Narrative I/O partnership that's worth pointing out. With most traditional identity providers, customer data is treated as a proprietary asset. But this unified solution is challenging the status quo with a deep emphasis on transparency, flexibility, and control – giving enterprises true ownership over their most valuable asset: customer data.<h3 id="powering-data-collaboration-with-identity-graphs">Powering data collaboration with identity graphs</h3>We’ve talked about identity graphs in previous articles. But it’s worth a quicker refresher given their relevant value to CDPs, data warehouses, and the goal of enhancing 360° views of customers. Identity graphs are handy tools that offer a unified picture of customers and prospects based on their interactions with a product or website across a set of devices and identifiers. They’re designed for scale, and commonly used for targeting real-time personalization and advertising across millions of users. Identity graphs are another critical resource in the pursuit of understanding the customer journey. By linking multiple types of identifiers, graphs can shape a complete view of the customer, store profile data, and easily connect new consumer identifiers to profiles. They can also be used to build CDP solutions with an emphasis on data privacy regulation and other forms of compliance. As a forward-thinking data collaboration platform, Narrative I/O enables enterprises to build, own, and control custom identity graphs using multiple best-in-class providers directly in their data warehouse – and they do it for leading brands like Afterpay/Block and Fanatics. Now, by partnering with Hightouch to deliver a composable identity solution, they’re enabling enterprises with more freedom and domain via multi-vendor identity resolution and activation.  "The enterprise identity market has been broken by vendors who want to own your data and limit how you use it," said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tim-mahlman/">Tim Mahlman,</a> CEO of Narrative I/O. “We built Composable Identity because enterprises should control their identity graphs in their own infrastructure. But ownership without activation is just expensive data storage. Our partnership with Hightouch gives you a transparent identity graph combined with sophisticated orchestration capabilities to actually put that data to work across your entire marketing and advertising stack.”<h3 id="key-capabilities-of-a-composable-identity-solution">Key capabilities of a composable identity solution</h3>There are a few big benefits with the Hightouch/Narrative I/O partnership, starting with the core ability to create third-party identity graphs with multiple vendors. Using combined resources, enterprises will be able to deploy their own composable identity graph by combining first-party data with a wide range of purpose-built solutions through cost-optimized enrichment, accessing credit card tokens, demographic data, and specialized global providers.At the data warehouse level, enterprises will also be capable of building and controlling custom identity graphs directly in their cloud data platform with full transparency into matching logic, data quality, freshness, and match rates – all with no vendor lock-in or proprietary systems. This complete ownership in Snowflake provides further confidence at a foundational level. As mentioned, there are over 250 channels where enterprises can activate identity-enhanced audiences across web, mobile, email, and paid media platforms using <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/docs/customer-studio/usage">Hightouch’s visual audience builder</a> and <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/integrations">extensive integrations.</a> This offers comprehensive activation and scale that can meet the growing demands of marketing and media networks.Finally, to tackle data misuse and enhance global compliance, this composable identity partnership will provide automated governance at every layer with built-in compliance guardrails – leveraging Narrative's automated data usage controls, Snowflake's built-in data governance, and Hightouch's consent management.“Whether we are talking about marketers or media networks, privacy legislation and signal loss are impacting the ability to activate at scale across channels and attribute disparate impressions to outcomes to validate investment," said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/davidallenwells/">David Wells,</a> Industry Principal, Advertising and Marketing Technology at Snowflake. “The future of owned and paid media is a federation of data and identity; consented linkages that are stitched together and packaged with an intuitive audience builder that allows optimal performance as well as ownership of one's own graph.”<h3 id="the-verdict">The verdict</h3>Hightouch has already been challenging the definition of the CDP space with its unique approach to AI decisioning and 1:1 AI agent model for lifecycle marketing. Its foundational modularity is providing a good deal of flexibility to composable enterprise stacks, and its continued concentration on yielding value at the data warehouse layer is a key consideration for enterprises looking to enrich their customer data strategies.The benefits of having an identity graph solution are evident. Leading brands are motivated to own their data assets, and having a partnership with Narrative I/O that enables this at scale across multiple vendors and channels is a win-win. Further, the emphasis on security, governance, and compliance reinforces the value play for global organizations with a variety of data privacy and regulatory concerns. If you’re evaluating CDPs, composability and interoperability should be primary considerations, as well as the flexibility and extensibility afforded by a clear agent-driven strategy. But the real proof is in the customer pudding and how the investment is translating into value. If you’re looking for examples of how Hightouch is unlocking this, I’ve previously mentioned their <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/customers/petsmart">case study for PetSmart,</a> which powers the personalization story and pays it off with double-digit growth.  <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=8y6yHkPMg6w"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/8y6yHkPMg6w" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> From a pricing perspective, Hightouch offers a composable, usage-based approach that challenges the legacy MTU model and user-seat dependency. As usage grows, your costs go down – so they’re delivering value at scale over the long haul. Overall, Hightouch continues to set a high bar. Whether you’re interested in leveraging their AI Decisioning or Composable CDP, it’s worth a demo and some homework around your current infrastructure and your long-term goals.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-hightouch?-talk-to-an-expert.">Looking for guidance on Hightouch? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Hightouch Partners with Narrative I/O to Power Multi-Vendor Identity Resolution and Activation

<hr /> As AI and agentic strategies explode across our roadmaps, enterprise organizations are looking for ways to drive agility, scalability, and speed to market. MACH and composable strategies continue to present opportunities for realizing these benefits, creating heightened demand for MACH-aligned skills in enterprise transformation. As such, companies are on the hunt for experts with the right foundational skills to support composable solutions in the race to adopt AI.A big part of the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/agency-powered-ai-wpp-and-mach-alliance-partner-to-help-brands-win-in-the-age-of-ai">MACH Alliance’s</a> value has been certifying vendors and organizations in its methodologies and architectural tenets. Now, the industry authority on composable enterprise architecture is offering full, open access to its new <a target="_blank" rel="noopener noreferrer" href="https://www.machalliance.org/mach-architect-certification">MACH Architect Certification,</a> which aims to validate the core skills of individual architects who create, manage, and deploy complex composable solutions using established MACH principles. “Agentic AI is rapidly reshaping enterprise organizations, turning composability into a board-level mandate,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/holly-hall-4b14a945/">Holly Hall,</a> managing director, MACH Alliance. “As enterprises actively increase their MACH tech stack in response of the MACH Architect Certification allows enterprise businesses and organizations to hire trusted, proven leaders and solution architects with real-world experience to guide their composable transformations.”<h3 id="empowering-individual-architects-with-mach-certification">Empowering individual architects with MACH certification</h3>The MACH Architect Certification recognizes the individual expertise needed to create and implement vendor-neutral, composable setups at scale, ensuring businesses remain adaptable and future-proof. The certification is designed for technical professionals and architects who work with MACH technologies and have at least one-to-two years of experience in designing, building, and implementing MACH-aligned solutions across various industries. According to the MACH Alliance, the certification program is already in play. Digital engineers and solutions architects from end-user brands – including <a target="_blank" rel="noopener noreferrer" href="https://us.pandora.net/en/jewelry/">Pandora</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.primark.com/en-us">Primark</a>, and <a target="_blank" rel="noopener noreferrer" href="https://www.fisherpaykel.com/us/">Fisher &amp; Paykel</a> – are among those who have already been certified. With the official MACH Architect Certification accreditation, technical professionals will benefit from industry recognition as a leader in composable architecture via trusted, third-party validation of MACH expertise. They will also realize potential career acceleration and new opportunities through MACH-aligned businesses, and have access to a peer community to help foster connections with like-minded professionals.<figure class="image image-style-align-center image_resized" style="width:27.48%"><img src="https://cmscritic.com/ms-content/uploads/2025/09/image-1758579764095.png" /></figure>The MACH Architect Certification credential badge. Source: MACH Alliance website In addition to the accreditation, successful candidates of the certification program will receive an electronic credential suitable for sharing on professional and social media sites.<h3 id="pricing-and-accessibility">Pricing and accessibility</h3>The exam costs $250 USD per candidate, and the certification process is designed to test real-world MACH expertise through a rigorous exam, with a proctor present in a live online (remote) setting. Certified MACH Architects will be able to structure composable enterprise ecosystems, make strategic technology decisions based on MACH principles, and implement best practices for scalability and flexibility.To prepare for the exam – which is highly scenario-based – candidates can review the <a target="_blank" rel="noopener noreferrer" href="https://register.machalliance.org/hubfs/Architect%20Certification/Certified%20MACH%20Architect%20-%20Exam%20Details.pdf">MACH Architect Certification Exam Guide</a>, which outlines everything you need to know about the test structure and expectations. You will need to be familiar with <a target="_blank" rel="noopener noreferrer" href="https://machalliance.org/mach-principles">MACH principles</a> and have relevant experience delivering projects end-to-end. You can learn more about the <a href="machalliance.org/mach-architect-certification">MACH Architect Certification</a> or email <a href="mailto:professional.certification@machalliance.org">professional.certification@machalliance.org</a> for accessible options for both independent professionals and corporate teams.<h3 id="why-it-matters">Why it matters</h3>Given the pace of change in the agentic race, enterprises are investing in professionals with relevant accreditations and experience, particularly at the composable level – where a good deal of innovation is being spearheaded. As an organization, the MACH Alliance is keenly focused on the evolving AI landscape, and member organizations are working at the cutting edge of this technology frontier. By investing more deeply in individual certifications, the MACH Alliance is expanding its footprint and enriching its composable knowledge base at a more extensible level, enabling individual architects to further champion the MACH mindset while offering more organizations the opportunity to invest in both MACH-centric tools and talent. It also further democratizes the open nature of the Alliance’s accrued experience and wisdom.For individual practitioners, the credential offers a potentially marketable asset for competing in a tighter job market, where AI skillsets are a must. It also provides access to a community where networking opportunities will be amplified to organizations aligned with MACH principles and composable centricity.  <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

MACH Alliance Introduces New Certification Program for Individual Architects

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<hr /> <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a> is shaping up to be a home run – and it’s not only because <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/batter-up-sitecore-symposium-2025-brings-jesse-cole-of-savannah-bananas-to-the-plate">Jesse Cole </a>of the Savannah Bananas is taking the field as a keynote speaker.Now, the DXP is bringing another heavy hitter to bat: <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/paulroetzer/">Paul Roetzer,</a> founder of <a target="_blank" rel="noopener noreferrer" href="https://smarterx.ai/">SmarterX</a> and the <a target="_blank" rel="noopener noreferrer" href="https://www.marketingaiinstitute.com/">Marketing AI Institute.</a> An acclaimed and respected voice in the AI landscape, Paul’s transformative thinking has helped business and marketing leaders harness the value of AI, apply it responsibly and ethically, and maintain a core focus on people and purpose. Together, the duo promises to deliver a double play of marketing and AI knowledge to Symposium attendees.“Paul is at the forefront of helping marketers understand what this means and how to respond,” said <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/sitecore-taps-veteran-eric-stine-as-ceo-to-lead-next-phase-of-growth-and-innovation">Eric Stine,</a> CEO of Sitecore. “At Symposium, his insights will connect directly to what Sitecore does best: enabling marketers to create personalized experiences that reach the right people, with the right message, even as discovery gets harder.”Sitecore Symposium is taking place November 3-5 at the <a target="_blank" rel="noopener noreferrer" href="https://swandolphin.com/">Walt Disney World Dolphin Resort</a> in Orlando, Florida. One of the industry’s premier annual events, this year’s Symposium promises to bring together more than 1,500 marketing and digital leaders to explore how AI is changing how we discover and connect with brands – and how marketers can stay ahead in the agentic era.“The shape of internet traffic continues to change at lightning pace, transforming discovery and challenging brand experience,” Eric continued. “Agentic intelligence allows marketers to unlock the power and the potential of precision marketing techniques – like programmatic ABM – at scale, and to ensure experiences are context-aware, personal, and relevant across every channel so you can reach every customer where they live today: in the summaries and social feeds that are rapidly replacing search and click.”<h3 id="a-“go-to”-voice-for-ai-">A “go-to” voice for AI </h3>Paul Roetzer is known across industries for his luminary thinking and real-world perspective on AI, but his entrepreneurial journey began well before the current generative and agentic boom. After graduating from Ohio University’s E.W. Scripps School of Journalism, he founded PR 20/20, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/hubspot">HubSpot’s</a> first partner agency. After establishing it as a pioneering force in the digital marketing space, he sold it in 2021.Roetzer’s blended foundation as both an agency innovator and AI educator has given him a practical, story-driven approach. He’s put this to work helping professionals and leaders reimagine business models, reinvent industries, and rethink what's possible as AI continues to transform the market. In addition to his business developments, Roetzer is also the co-author of <a target="_blank" rel="noopener noreferrer" href="https://www.amazon.com/Marketing-Artificial-Intelligence-Future-Business/dp/1637740794">Marketing Artificial Intelligence: AI, Marketing and the Future of Business,</a> and the host of <a target="_blank" rel="noopener noreferrer" href="https://www.marketingaiinstitute.com/podcast-showcase/">The Artificial Intelligence Show podcast</a>. He's a recent episode for your consideration: <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=SUAuB5g_oCw"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/SUAuB5g_oCw" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> In addition to digital content, Roetzer is also behind the renowned <a target="_blank" rel="noopener noreferrer" href="https://www.marketingaiinstitute.com/events/marketing-artificial-intelligence-conference">Marketing AI Conference (MAICON),</a> which will be held in October of this year. His free monthly “Intro to AI” class has also drawn more than 40,000 registrants.As a speaker, Roetzer is focused on making AI approachable and actionable for marketers and business leaders. He has consulted with hundreds of organizations, from startups to Fortune 500 companies, and has become one of the foremost authorities on the shape and direction of AI.<h3 id="loading-the-bases-with-top-tier-industry-speakers">Loading the bases with top-tier industry speakers</h3>As mentioned, Roetzer joins keynote speaker Jesse Cole, founder of the Savannah Bananas, whose fans-first philosophy has redefined loyalty and engagement. Together, they embody Symposium’s theme: bold voices and practical innovation to help marketers thrive in a new era of speed, scale, and human-centered experience.“Marketers are facing a wave of change from the collapse of traditional search to the rise of AI agents and intelligent discovery,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/michellebb/">Michelle Boockoff-Bajdek,</a> Chief Marketing Officer at Sitecore. “Paul brings clarity and urgency to this shift. He’ll help marketers move from theory to action and show what it really takes to stay visible and relevant in this new era.”Symposium 2025 is the place where marketing leaders connect, learn, and prepare for the future of digital experience. Register today at <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">symposium.sitecore.com</a> and join the conversation on LinkedIn and X with #SitecoreSYM. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-sitecore?-talk-to-an-expert.">Looking for guidance on Sitecore? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Sitecore Taps AI Strategist Paul Roetzer for Keynote at Symposium 2025

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/amit-aggarwal">Amit Aggarwal </a>is the founder and principal consultant at <a target="_blank" rel="noopener noreferrer" href="https://accessibilitypartners.ca/">Accessibility Partners Canada,</a> and a CMS Critic contributor. <hr /> In today’s digital-first world, a website is far more than a marketing tool—it’s a gateway for customers, clients, and employees. Yet, many brands still overlook a critical component of user experience: web accessibility. While organizations invest heavily in design, functionality, and content, accessibility often remains an afterthought, creating both reputational and financial risks.Accessibility isn’t just about compliance; it’s about ensuring that everyone, regardless of ability, can fully engage with your brand online. Ignoring it can mean excluding millions of potential users, limiting your reach, and ultimately impacting your bottom line.<h3 id="the-hidden-costs-of-ignoring-accessibility">The Hidden Costs of Ignoring Accessibility</h3>The consequences of overlooking accessibility go beyond simple usability issues. Non-compliance with accessibility standards such as the <a target="_blank" rel="noopener noreferrer" href="https://www.ada.gov/">Americans with Disabilities Act (ADA</a>) in the U.S., or the <a target="_blank" rel="noopener noreferrer" href="https://www.ontario.ca/laws/statute/05a11">Accessibility for Ontarians with Disabilities Act (AODA) in Canada</a>, can lead to legal actions and costly settlements.Beyond legal implications, inaccessible websites create hidden business costs:<ul><li>Lost revenue opportunities: Users who encounter barriers will leave your site and turn to competitors, resulting in missed conversions and sales.</li><li>Reduced search engine visibility: <a target="_blank" rel="noopener noreferrer" href="https://searchengineland.com/website-matters-ai-age-458829">Even in the age of AI,</a> SEO fundamentals are critical. Many accessibility practices, like proper use of headings and alt text, also improve SEO. Ignoring these can hurt your organic search rankings.</li><li>Brand reputation damage: Accessibility issues can lead to negative publicity or social media backlash, affecting customer trust and loyalty.</li><li>Increased maintenance costs: Fixing accessibility issues reactively is far more expensive than incorporating accessibility from the beginning of a project.</li></ul>Even seemingly minor oversights—like unlabeled buttons or poor color contrast—can have a large cumulative impact, reducing engagement and frustrating users.<h3 id="common-accessibility-oversights">Common Accessibility Oversights</h3>Brands often underestimate the scope of accessibility, assuming it’s only about “adding alt text” or “making the site navigable with a keyboard.” In reality, accessibility spans a wide range of elements, including visual, auditory, cognitive, and motor accessibility. Some of the most common oversights include:<ul><li>Missing alt text for images: This prevents screen readers from conveying important information to visually impaired users.</li><li>Poor color contrast: Users with low vision or color blindness may find your content difficult to read.</li><li>Non-descriptive link text: Phrases like “click here” or “read more” don’t provide context for users relying on screen readers.</li><li>Inaccessible forms: Forms without labels or clear error messages create barriers for users filling out applications, signing up for newsletters, or making purchases.</li><li>PDFs and multimedia content: Many organizations upload documents or videos without captions, transcripts, or proper tagging, excluding users from accessing critical information.</li></ul>These oversights aren’t always obvious to organizations, which is why proactive planning and testing are essential.<h3 id="real-world-examples">Real-World Examples</h3>Consider a government agency website that publishes essential public health information. If critical updates are embedded in inaccessible PDFs, individuals who rely on screen readers may miss vital information. Similarly, e-commerce platforms that don’t implement accessible checkout processes risk losing a significant portion of potential buyers—millions of users with disabilities who represent a considerable market.Even tech giants have faced lawsuits over accessibility issues. These cases illustrate that no brand, regardless of size, is immune to the risks of neglecting accessibility.<h3 id="the-role-of-expertise">The Role of Expertise</h3>Addressing accessibility effectively requires both technical knowledge and strategic planning. Many organizations partner with<a target="_blank" rel="noopener noreferrer" href="https://accessibilitypartners.ca/"> accessibility consultants</a> to navigate the complex landscape of compliance standards, assistive technology testing, and inclusive design practices.Accessibility consultants help brands:<ul><li>Conduct audits and identify barriers across all digital assets.</li><li>Train teams to implement accessibility best practices.</li><li>Integrate accessibility into content creation, development, and design processes.</li><li>Ensure ongoing compliance through periodic monitoring and updates.</li></ul>By working with experts, organizations can save costs in the long run, improve user experience, and reduce the risk of legal challenges.<h3 id="accessibility-as-a-competitive-advantage">Accessibility as a Competitive Advantage</h3>Beyond compliance, accessibility can drive business growth. Accessible websites:<ul><li>Reach a broader audience, including users with disabilities and older adults.</li><li>Improve overall usability, benefiting all users, not just those with impairments.</li><li>Enhance SEO and mobile experience.</li><li>Strengthen brand reputation and demonstrate corporate responsibility.</li></ul>Brands that integrate accessibility into their digital strategy often find that it complements other business goals, such as improving conversion rates, reducing customer support queries, and fostering loyalty among diverse user groups.<h3 id="steps-brands-can-take-today">Steps Brands Can Take Today</h3>To make accessibility a core part of your digital strategy, organizations can take actionable steps immediately:<ol><li>Conduct an accessibility audit: Evaluate your website and digital content against <a target="_blank" rel="noopener noreferrer" href="https://www.w3.org/TR/WCAG21/">WCAG (Web Content Accessibility Guidelines)</a> standards.  </li><li>Involve users with disabilities in testing: Real feedback highlights practical issues that automated tools may miss.  </li><li>Provide ongoing training: Equip both technical and non-technical teams with knowledge to maintain accessibility standards.  </li><li>Integrate accessibility into project workflows: Treat accessibility as a requirement, not an afterthought, in design and development cycles.  </li><li>Partner with experts: Collaborating with accessibility consultants ensures compliance, efficiency, and a strategic approach to inclusivity.</li></ol><h3 id="conclusion">Conclusion</h3>Web accessibility is no longer optional—it’s a business imperative. Brands that overlook it risk legal issues, lost revenue, and reputational damage. Conversely, those who embrace accessibility gain a competitive advantage, improve user experience, and demonstrate social responsibility.Investing in accessibility today isn’t just about avoiding costs—it’s about creating digital experiences that are inclusive, engaging, and valuable for everyone. By prioritizing accessibility and working with experts when needed, brands can build a stronger, more resilient digital presence that truly welcomes all users.  <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

What Brands Overlook About Web Accessibility (and Why It’s Costly)

amit-aggarwal

<h4 id="-"> </h4><h4 id="listen-to-the-full-episode-of-“the-critic's-corner”-podcast-&gt;"><a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/if-there-is-a-will-there-is-a-way-with-jasmin-guthmann/id1801794414?i=1000725953323">Listen to the full episode of “The Critic's Corner” Podcast &gt;</a></h4> <hr /> When <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jguthmann/">Jasmin Guthmann</a> joined me for a recording of <a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/cms-critic-the-critics-corner-podcast/id1801794414">“The Critic’s Corner” podcast,</a> I already knew about her impressive professional credentials. We’ve known each other for a few years through our board roles at the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/agency-powered-ai-wpp-and-mach-alliance-partner-to-help-brands-win-in-the-age-of-ai">MACH Alliance,</a> and we shared the stage for the opening keynote at the <a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/cms-critic-the-critics-corner-podcast/id1801794414">Boye &amp; Company CMS Summit in Frankfurt</a> earlier this year.What I didn’t know was just how accomplished an athlete she is. Over the years, I've seen periodic LinkedIn posts of her posing with medals at some festive finish lines. As I learned during our call, she’s completed two of the grueling <a target="_blank" rel="noopener noreferrer" href="https://www.ironman.com/races">IRONMAN full-distance triathlons</a> and 12 shorter IRONMAN 70.3 races (the latter are half the distance, but still a massive grind). If you don’t “run” in these circles, the IRONMAN is recognized around the globe as the pinnacle of all triathlons. It’s a punishing 2.4-mile swim, 112-mile bicycle ride, and 26.2-mile marathon rolled up in one race. Only elite athletes attempt this breathtaking competition – and many struggle to even complete it.  Get this: In 2023, she was a Championship finisher, meaning she successfully completed the challenging, long-distance IRONMAN World Championship race within the event's strict time cutoffs. For her next act, she's tackling mindboggling ultramarathons. <figure class="image image-style-align-center image_resized" style="width:47.11%"><img src="https://cmscritic.com/ms-content/uploads/2025/09/image-1758140217898.png" /></figure>A medal-moment after completing a 56KM ultramarathon. Source: LinkedIn As a long-distance runner myself with multiple half and full marathons under my belt (along with a bunch of other crazy training distances), I have mad respect for the mental and physical hurdles of such an endeavor. But admittedly, I find her IRONMAN accolades impressive – and even swoon-worthy. Competing at this level was more than a goal for Jasmin. It was a passion. It sparked joy. Still, getting there required a huge commitment. As she told me, it took 15 to 20 hours of training each week, to say nothing of the persistent fatigue, aches, and pains that accompanied it. But like she says: “If there is a will, there is a way.” That’s been a guiding principle for this inspiring trailblazer. Along with her athletic achievements, Jasmin is an accomplished digital leader with deep experience in the CMS space. She spent over three years at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentstack">Contentstack</a>, shaping corporate communications and supporting the marketing strategy as the headless player transformed into a composable DXP – one that’s now challenging the top of the market with its agentic vision. But she also worked on the other side of the partner fence. Her agency heritage includes global heavy hitters like <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/company/valtech/posts/?feedView=all">Valtech,</a> and today she’s the Vice President of Composable Consulting at <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/company/accenture-song/">Accenture Song</a> – the technology-powered creative arm of the mammoth professional services firm.As mentioned, I know Jasmin from our intersection within the MACH Alliance. She was a fixture all the way back in 2020, working with co-founder and former Alliance president <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/sonjakeerl/">Sonja Keerl.</a> As she related to me, their conversations at the time revolved around a common phrase in Jasmin’s lexicon: We’re better together. <h3 id="navigating-change,-from-mach-to-ai">Navigating change, from MACH to AI</h3>But getting to that plateau of collaboration took more than just the planets aligning. There was serious effort involved – and the gut-feeling of knowing when to take a few risks to put things into action. “When we say, ‘Opportunity presents itself,’ it doesn’t just present itself,” she said. “Your hard work is what puts you where the good luck can find you.”During our recording, Jasmin talked about her journey to CMS, which is seldom a straight line. She got frank about the evolution of the MACH Alliance, particularly in the age of AI. We also discussed what’s at stake as vendors compete for the same RFPs and wallet share – and how the agentic race is reshaping the landscape. In the mounting chaos and complexity, the biggest challenge she sees for companies is finding uniformity.She also reflected on the pressures that agencies are under as AI casts the specter of job displacement and automation. There's a lot of uncertainty ahead, but this is a moment for change. Even revolution. “As agencies, we all need to rethink our revenue models,” she said. “Billing by the hour may not be very relevant moving forward. That’s the pink elephant in the room. Who goes first to challenge the market with new models? We're all seeing the same things, and we need to discuss them together.”Jasmin also reflected on her involvement with programs like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-empowers-gender-equality-with-new-women-in-mach-deib-scoring-tool">Women in MACH,</a> where she's helping to elevate her peers in the technology industry through mentorship and community. It's just another inspiring example of how she has turned passion and resolve into real impact.Here’s a few minutes of the podcast to whet your appetite:<figure class="media"><div data-oembed-url="https://youtu.be/YFr_1UfkTFQ"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/YFr_1UfkTFQ" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure><h3 id="finding-your-‘true-north’">Finding your ‘True North’</h3>It’s not surprising that Jasmin has now added “author” to her illustrious resume. In fact, there might not be anything she can’t do if she's passionate enough – and that’s kind of the point of her new book. Finding your passion is the key to everything, but to take action, we might need a little help unblocking ourselves. In <a target="_blank" rel="noopener noreferrer" href="https://www.amazon.com/If-There-Will-Way/dp/1035879395">If There Is a Will, There Is a Way,</a> Jasmine draws on her professional and life experiences, sharing big-picture mindsets and practical ideas for dreaming big, taking bold action, and mastering the behaviors that can lead to success. She gets real about her early challenges, eventually finding a passion that “lit her up like a Christmas Tree.”Jasmin’s story blossoms from the early trauma of losing her father and feeling, in her own words, that “Dreams were not for me. Dreams were for the more fortunate.” And while many labeled her perseverance as brave, she never saw it that way. Instead, she used her pain to build a relatable narrative – and help others.Borrowing from her personal and professional tribulations, Jasmin’s book offers a framework for navigating authentic and illusory goals and uncovering your “True North.” She shares strategies for planning, taking action, and (she says irreverently), “getting shit done.” As she relayed in our conversation, becoming an IRONMAN triathlete required diligence, commitment, and consistency – and she translated those lessons for readers who are eyeing big goals.“We often want to rush things, and we’re setting ourselves up for failure,” she said. “Instead of trying to do it all in a day, instead of running a full marathon, look at the reality and take incremental steps.”As Jasmin explained in the pod, we’re all trapped by the limitations of time. None of us has more than 24 hours in each day, so regardless of your goal – whether it’s business or personal – the real resistance is around making space, and saying “no” is your real superpower.<h3 id="the-finish-line">The finish line</h3>Jasmin Guthmann is a champion – and she keeps breaking through with her personal and professional accomplishments. Much like her IRONMAN training, she's always preparing for the next race, and we're lucky to have smart, motivated people like her helping to shape the trajectory of our industry. Regardless of your field or background, If There Is a Will, There Is a Way is a fantastic primer for inspiring bold action toward your dreams. This book is the real deal: it's honest, authentic, and truly written from the heart. Whether you’re considering a new personal goal (like running a marathon) or a big shift in your career, this quick read will give you practical tools, a relatable foundation, and a whole lot of hope that you can get what you want from life.You can run to your local bookseller and order a copy – <a target="_blank" rel="noopener noreferrer" href="https://www.amazon.com/If-There-Will-Way/dp/1035879395">or buy it here. </a><h3 id="“the-critic’s-corner”-podcast-with-jasmin-guthmann">“The Critic’s Corner” podcast with Jasmin Guthmann</h3> <a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/if-there-is-a-will-there-is-a-way-with-jasmin-guthmann/id1801794414?i=1000725953323">Listen to the full episode &gt;</a><a target="_blank" rel="noopener noreferrer" href="https://podcasts.apple.com/us/podcast/cms-critic-the-critics-corner-podcast/id1801794414">Subscribe on Apple Podcasts &gt;</a> <figure class="image image-style-align-center image_resized" style="width:50.07%"><img src="https://cmscritic.com/ms-content/uploads/2025/09/critics-corner-apple-podcast-jasmin-guthmann.jpg" alt="" /></figure> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

‘If There Is a Will, There Is a Way’: Jasmin Guthmann talks MACH, AI, triathlons, and her new book on living your best life

Is ‘evidence-based creativity’ the must-have marketing skill for the age of AI? Contentful’s research says yes

<hr /> Show me a billboard on any city street, and there’s a good chance that “AI” is somewhere in the headline.It’s a “sign” of our times, I suppose. Also, a reflection of the hype that’s consuming the market. Speaking of hype, a quick peek at <a target="_blank" rel="noopener noreferrer" href="https://emt.gartnerweb.com/ngw/globalassets/en/articles/images/hype-cycle-for-artificial-intelligence-2023.png">Gartner’s AI Hype Cycle</a> from way back in 2023 provides some context on where we thought things were headed – and how they’re actually playing out. Prognosticating aside, it’s clear that things have gotten more complex, more conflated, and enterprises are questioning the value of their AI investments.In fact, <a target="_blank" rel="noopener noreferrer" href="https://e.customeriomail.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">a recent report</a> suggests that some leaders are experiencing a “crisis of confidence,” with data suggesting that corporate AI adoption might be slowing down among some of the largest companies.Building large-scale AI applications isn’t for the faint of heart. Enterprises are hungry to tap the potential of these new technologies and realize greater automation with the advent of agents, but getting there has proven challenging and costly. This is where outside expertise from consulting partners could prove indispensable – and they're ready for it. I’ve spoken to numerous stakeholders at several leading agencies and system integrators, and they’re delivering the kind of guidance and successful solutions that enterprises are looking for, particularly in the explosive category of digital retail and commerce. This demand is coming at a time when agencies themselves are faced with their own crisis as AI disrupts their traditional business models. But the concentrated focus on AI could be a bright spot of opportunity – and a win-win on both sides of the relationship. I just spoke to <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/an-alliance-for-ai-to-unlock-trusted-agent-to-agent-ecosystems-the-mach-alliance-is-evolving">MACH Alliance</a> president <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen">Casper Rasmussen</a> (who is stepping down shortly from his role) about the complexity that AI is creating for enterprises. The not-for-profit industry body he helped create and lead – which champions composable architectures that help organizations adopt the right technologies and future-proof their businesses – has been evolving its charter. Now, the membership-driven community is focusing more succinctly on AI, particularly as agentic strategies enter warp speed and brands rush to adopt new capabilities. As he noted, the need for the MACH Alliance’s expertise and guidance has never been more essential.“You can talk about technology for technology’s sake,” Casper said. “That’s what everyone is doing right now. A thousand pitches, a thousand prototypes. A thousand opportunities. It’s what rings in our industry.” He’s right. Between the “AI washing” and the projects that aren’t paying off, enterprises are wondering where the value is. In his mind, the MACH Alliance can provide the terra firma organizations need to build solid solutions that support their long-term goals.    “Honestly, more than ever, it’s important for us to be that guiding light that helps turn the opportunity of AI into an actual new business reality for the brands and companies out there,” he affirmed.That vision is evolving into action. Last week, the MACH Alliance announced a global partnership with <a target="_blank" rel="noopener noreferrer" href="https://www.wpp.com/en/about/our-brands">WPP</a>, a multinational collective that’s widely recognized as one of the largest advertising, marketing, and communications services platforms in the world. The partnership will harness WPP’s established world-class, MACH-certified expertise within a portfolio of specialized agencies – including powerhouse brands like <a target="_blank" rel="noopener noreferrer" href="https://www.akqa.com/">AKQA</a>, <a target="_blank" rel="noopener noreferrer" href="http://ogilvyone.com/">Ogilvy One</a>, and <a target="_blank" rel="noopener noreferrer" href="https://www.vml.com/">VML </a>– to support enterprise businesses as they implement AI at scale.“In today's market, technological agility is the core driver of competitive advantage, particularly to keep up with the demands of consumers in the age of AI,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/stephanpretorius/">Stephan Pretorius,</a> Chief Technology Officer at WPP. “The expansion of our partnership with the MACH Alliance is a direct investment in our clients' and teams' success, giving them the modern foundation they need to unlock the full potential of AI and the power to not just adapt to the future, but to build it.”<h3 id="unlocking-ai-at-scale-with-the-right-technology-and-practices-">Unlocking AI at scale with the right technology and practices </h3>According to the MACH Alliance, the expanded partnership will tackle a critical challenge for modern businesses: how to effectively integrate powerful AI tools and technologies into their marketing and commerce experiences. Of course, this makes sense. The energy around digital commerce is undeniable and has led the lion's share of digital transformation. Within this crucial segment, enterprises are seeking greater agility and flexibility to innovate faster and respond to an evolving digital shopper journey. To realize the promise of AI, MACH technologies and composable approaches are key parts of the secret sauce – enabling companies to build enterprise software from a wide range of independent services. The composable approach is ideal, allowing organizations to experiment with and adopt new AI technologies without the burden and cost of overhauling their entire stack. This is hugely advantageous when it comes to keeping pace with innovation and reaching consumers in new ways and across new channels. In terms of tangible output and guidance, WPP will partner with MACH Alliance members and communities to shape future best practices and define new industry standards for AI adoption and integration. This will help ensure that clients can get best-in-class technology solutions that meet their evolving needs."WPP's global reach and deep industry expertise in helping brands navigate technological transformation align perfectly with our mission,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/holly-hall-4b14a945/">Holly Hall,</a> Managing Director of the MACH Alliance. “Through this partnership, we can accelerate the adoption of MACH principles and enable more organizations to build composable, AI-ready architectures that deliver measurable business outcomes. Together, we're expanding the community of brands equipped to thrive in an AI-driven commerce landscape.” The partnership also represents another milestone in WPP's continued focus on AI and the company's ongoing annual $400 million investment into data and technology. This includes its AI platform for marketing, <a target="_blank" rel="noopener noreferrer" href="https://www.wpp.com/en/open">WPP Open</a>, which is already in use by more than 69,000 people across the business. It also follows announcements with WPP’s strategic technology partners and fellow MACH Alliance members, including <a target="_blank" rel="noopener noreferrer" href="https://www.wpp.com/en/news/2024/05/wpp-integrates-anthropics-claude-3-using-amazon-bedrock-into-wpp-open">AWS</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.wpp.com/en/news/2023/03/wpp-and-braze-partner-to-deliver-innovative-customer-experiences-at-scale">Braze</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.contentful.com/newsroom/contentful-announces-partnership-with-wpp-to-deliver-composable-content/">Contentful</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/posts/wpp_wpp-is-proud-to-be-a-launch-partner-for-google-activity-7366124275252035586-OiTS?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAB3gP_cBcaRSiBI-DwkO8WCquraoN8DdqdI">Google Cloud</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.wpp.com/en/news/2023/02/wpp-partners-with-stripe-to-expand-commerce-and-payments-solutions-for-brands">Stripe</a>, and <a target="_blank" rel="noopener noreferrer" href="https://www.wpp.com/en/news/2025/06/wpp-and-vercel-expand-partnership-to-accelerate-ai-powered-digital-experience-craft">Vercel</a>.<h3 id="the-verdict">The verdict</h3>The MACH Alliance is certainly entering a new chapter in its arc while staying true to its core architectural principles of being composable, connected, incremental, open, and autonomous. Now with over 100 global member companies, it continues to provide certification, community, and guidance to help organizations adopt transformative technologies and future-proof their businesses.As a partner, WPP brings a depth and scale to the ecosystem that is simply unmatched. Each one of its specialized portfolio brands would be a welcome source of guidance to the MACH ecosystem, but creating a unified gateway to its awesome power and reach is a big plus. With 15,000 employees across its interests, it delivers a global braintrust with technology IP that is certain to unlock value. WPP is also working at the edge with AI, which is precisely with the MACH Alliance is focusing its roadmap. With its breadth of capabilities – particularly at the experience level, from technology to marketing – there could be significant gains in the form of mindshare, training, tools, and other resources that help guide more successful AI adoption. We’ll be watching to see how these tangible and actionable assets manifest in the coming months, but it could be positive all around. This news also comes as the Alliance is pivoting towards an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/an-alliance-for-ai-to-unlock-trusted-agent-to-agent-ecosystems-the-mach-alliance-is-evolving">end-user leadership model</a> to provide faster, more salient solutions in the agentic era. Taken with the WPP announcement, it’s clear that the MACH Alliance is doubling down on its renewed charter to be an indispensable part of the AI fabric for modern enterprises.  <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Agency-Powered AI: WPP and MACH Alliance Partner to Help Brands Win in the Age of AI

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